A new feature for YouTube mobile apps, slated to go live in November, will let users download videos and then play them back offline for up to 48 hours.
But Vevo, for one, is not going to participate. “We’re not going to allow viewing of our music videos or other programming in offline mode,” a Vevo rep told Variety. She declined to elaborate on the decision.
Vevo generates more than 3 billion views monthly via its 15,000 YouTube channels, with music videos for popular artists including Miley Cyrus, Lil Wayne, One Direction, Drake and Rihanna.
YouTube did not respond to a request for comment. Reps previously declined to comment on the offline-viewing project beyond what the blog post announcing it.
According to sources familiar with the initiative, the Google-owned site has notified a large group of partners to give them an opportunity to opt out (as Vevo is doing).
The terms of Vevo’s licensing deals with music labels may prevent it from offering downloadable versions of the videos, even for a short period of time.
Vevo also is interested in driving usage of its own mobile streaming apps: To date, users have downloaded more than 28 million of the music service’s apps; as of June 2013, approximately 50% of its U.S. views were delivered to smartphones, tablets or connected TVs. (Currently, Vevo videos may be streamed through YouTube’s mobile apps.)
Earlier this year, Google took a 7% stake in Vevo, with an investment of $40 million to $50 million, according to a Billboard. New York-based Vevo is majority owned by Sony Music Entertainment and Universal Music Group, with a minority stake held by Abu Dhabi Media.
Vevo has licensing deals with labels including UMG, Sony Music Entertainment, EMI Music, CBS Interactive Music Group, Hollywood Records and Walt Disney Records, among others. Vevo does not have a deal with Warner Music Group.
Vevo also powers music videos on artist pages across Facebook and syndicates to dozens of online sites, including AOL, BET, CBS Interactive Music Group, Disney Interactive, Fuse.tv, Univision, Viacom Media Networks, Wenner Media and Yahoo Music.